Members of the Association of Golf Merchandisers (AGM) old enough to remember the 1980s will have a chance to re-live the past at this year’s AGM Retail Conference, held on Tuesday, Jan. 20, before the start of the PGA Show. But instead of celebrating “big hair,” the conference – called “Totally 80’s: Bold Ideas for the Future of Golf Retail” – will champion “big ideas” with a fun blend of nostalgia and forward-thinking education, according to AGM CEO Jennifer Morton.
“The AGM Retail Conference continues to grow because it fills a unique space in our industry: where golf retail professionals come together to share ideas, build community and truly elevate the retail experience across every level,” says Morton, who expects the event to draw 250-plus golf retail buyers, merchandisers and PGA of America Professionals from across the industry. “We really want attendees to leave feeling energized and equipped with actionable strategies. It’s all about big ideas and bold energy this year.”
This year’s conference, which Morton says builds on momentum and feedback received from the 2025 event, also marks the introduction of the AGM Merchandiser of the Year Award, which will be presented to one facility alongside the Platinum Awards given to the 100 or so best-merchandised golf shops across the U.S.
“It’s an incredible opportunity to recognize the individuals and teams who set the standard for excellence in golf retail,” Morton says. “I’m really excited about this, as it is a huge milestone for us.”
Another major thrust for the AGM is allowing attendees to tailor their learning through three specialized tracks: merchandising, which includes visual presentation, buying strategies and inventory management; marketing, with a focus on digital engagement, brand storytelling and customer retention; and management, with elements like leadership, staffing and operational excellence. The tracks, which are sponsored by A. Putnam, Tee Commerce and SanSoleil, are led by industry experts and AGM-certified Retail Managers.
The keynote address, always a highlight of the conference, will feature Chris Clews, a bestselling author and speaker known for his book, “Everything We Need to Know for Life and Work Can Be Learned from ’80s Pop Culture.”
“Chris’ session is the perfect way for us to tie in this year’s ’80s theme while delivering practical, uplifting lessons on leadership, creativity and company culture,” Morton says.
Other speakers and session leaders at this year’s event include AGM Past President Tracy Moffat of K&K Consulting; national Merchandiser of the Year Grace Hurley, PGA, of Catapult; Jared Henzlik, PGA, of Big Cedar Lodge; two-time national PGA of America MOY Caroline Basarab of Reynolds Lake Oconee; Leigha Turner of Retail Resolutions; and Angelyn Horrell of Next Chapter Social.
And, per tradition, the conference will be capped off by the AGM Product Preview Reception, presented after the education portion in partnership with RX Global. This event, a favorite among vendor partners and buyers, brings together over 100 apparel and accessory brands and hundreds of retailers for buying and networking opportunities the evening before the PGA Show floor opens. It is also free for buyers and PGA Professionals to attend.
“What makes the AGM Retail Conference and Product Preview Reception so special is the sense of connection it fosters. It’s a place where buyers, vendors and industry leaders come together with a shared goal of making golf retail stronger, smarter and more connected than ever,” Morton says.
